The model will be equipped with BYD's new powertrain and will outperform the Mercedes-Benz G-Class, according to local media.

On November 16, 2022, BYD chairman and president Wang Chuanfu said at an event marking the rollout of the company's 3 millionth new energy vehicle (NEV), that in addition to the Yangwang brand, BYD will launch a highly specialized and personalized new brand in 2023.

The new brand will meet the increasingly personalized needs of consumers, and it will focus on building with users, Wang said at the time.

On February 24, Cailian cited an unnamed BYD source as saying that the new brand has an internal codename of "F Brand" and is expected to be unveiled within the year.

On February 28, 36kr reported that the first product under the F brand will focus on the off-road segment, competing with the Mercedes-Benz G-Class in terms of overall performance.

The new brand's overall positioning will compete with luxury car brands including BMW, Mercedes-Benz and Audi, and it will offer multi-category, unique professional models, not a single off-road brand as rumored, the report said.

The professional, personalized brand is between Denza and Yangwang within BYD, the source said.

BYD officially unveiled the Yangwang brand on January 5, along with the Yangwang U8, a hardcore off-road SUV, and the Yangwang U9, a supercar.

The company highlighted the technology platform known as e⁴ at the time, saying that the entire range of future Yangwang brand models will be built on it.

There is no more information about the F-branded model, but it is expected to be priced below Yangwang's RMB 1 million level.

BYD to take on Mercedes-Benz G-Class with 1st model of F brand, report says